Nearly everyone likes to think they're creative (even if they're not).
I'm certainly one of those people. We like to flex our creative muscles where we can, but never really go out of our way to do so. We express this in the everyday things like updating our Facebook status with something witty. Or writing a funny product review on Amazon. In fact, here are my recent feedback posts on eBay...

Just an observation I thought I'd share with you all.
Over the last 10 months, I've watched 6,148 videos on YouTube. On average, that's 20.5 videos a day. And if the average video is 2.7 minutes long (sorry academics, no peer reviewed source provided), that's 55.35 minutes a day.
This means I'm spending more time consuming a single website than television, radio, newspapers and magazines combined. Thankfully, there's no way to track how much time I spend on Facebook.
I know I'm not an accurate portrait of this generation, but I'm not even sure the above stat includes videos embedded on third party websites....

Who's behind the social media strategy for the Government? Because they're doing a pretty fucking great job, on both the federal and state level. Probably far better than many brands. And when the Government is doing a better job than you, maybe it's time to lift your game just a little.
Firstly, the bid for the World Cup is quite remarkable. The official website is, well, kinda cool as well as this totally rad video...

Here is a disappointing page. It's the top sponsored channels on YouTube sorted by the most amount of subscribers of all time in Australia.These brands must be paying for this privilege. I've been told they do receive banner ads as part of that package, but that's about it. They're pretty much normal accounts, ones that you or I could register.But of all the brands who are sinking money into these channels, the most popular channel has just 1,300 subscribers. And it's the Government.I find it beyond disappointing that's the best we can do, particularly with the budgets they would have been allocated. Where's the ROI on that? Maybe they'd have been better off with a normal, free account....

The latest episode of Jaffe Juice was one of the best I've heard in a while. Definitely worth checking out. Joseph Jaffe and David Spark discuss some common mistakes made when it comes to social media marketing.
One that really made me laugh was Don't post a comment on your own Facebook profile wall. Although you can no longer do this with the new layout, sometimes something small like this can really make you stand out. Nothing's worse than looking like you have no idea what you're doing.
Another thing you can do is ask if someone has a Facebook...

After identifying two approaches when it comes to social media marketing, yesterday's post discussed the first strategy of Response. The second strategy, discussed below is Broadcast.
Above the line is from marketer's point of view. Below it, is from the consumer's.
Produce
Before anything, the marketer must firstly produce content. Ideally this should be of something remarkable and with a high social currency value. This could be a video, Facebook application, podcast, blog or any even a press release.
Publish
In order for the content to be seen it is published on sites such as YouTube, Blogger or Facebook. In some case a microsite can be as effective. Ensure the barriers of viewing are low and that the content is easily spreadable. This can be done through a number of means such as allowing embed links for videos or giving consent for consumers to mashup your content.
Seed
Seeding your published material should not be done in an interruptive manner. Spamming is definitely not an option here and one step wrong here could ruin a whole campaign. It is vital that this is done in a way that adds value to a conversation, do not seed where you are not welcome or even encouraged to do so. And most importantly, be transparent, open and honest.
Pull
New media is not about pushing content onto consumers who don't want it. Ideally you want them pulling it from you. The Internet has allowed this to become a easy and automated process with technology such as RSS, email newsletters and even YouTube subscriptions. After seeding the content, consumers should have the option to subscribe to a feed or service. This should be consented and with the ability to unsubscribe. You know those consumers who sign up to your feed will be among the most loyal and passionate.
Spread
Once the consumers are pulling your content, it will begin to spread. Buzz will be generated and depending on the medium you might even some get some consumers producing user generated content.
Blendtec used this approach in October 2006 and it continues to remain a success with over 114,000 subscribed users on YouTube. If I ever decided to get a blender, I know which brand I'd purchase.
If you're interested, also take a look at Julian Cole's Social Media Marketing Framework and Laurel Papworth's definition of Social Media. Be sure to check out my other approach Response. Please feel free to offer any thoughts or critique.
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The way I see it, new media is the umbrella that encompasses everything from social media marketing to viral marketing to mobile marketing. Essentially, anything that does not interrupt a consumer with a great focus on consented, engaging and value providing content.
So what is social media? A few days of research, thinking and graphics work have lead me to two key strategies that can be undertaken when it comes to social media marketing. The first, which I'll be covering here is Response and the second, which I'll be posting tomorrow, is Broadcast.
Above the line is from marketer's point of view. Below it, is from the consumer's.
Monitor
Before jumping into the pool it is important to test the water. Observe your consumer and community in focus from afar. Before posting a comment on someone's blog, you must first understand what they're talking about. You should be scoping the scene out to see if you can firstly join the conversation and secondly add to the conversation.
Identify
There are too many blogs, social network profiles, YouTube videos and tweets for you to respond to them all. After monitoring your consumer and community it is important to identify the most influential people within this niche. Using these opinion leaders and those with loyal audiences (not necessarily large), you will be able to more effectively and efficiently target your key customers.
Engage
After monitoring and identify the influential consumers within a community, you can now engage with them. This relationship might be a short or long but either way it should be a case of providing meaningful and relevant value to consumers and their community.
UGC
You have now engaged with the consumer and started a relationship which has been built on the mutual exchange of value. Here the marketer gives up control of the message and the community takes over with the creation of user generated content. It could be something small like establishing and spreading buzz online (or offline) through social networks or something much more involved like writing a blog post or publishing a video on YouTube.
The Body Shop do this extremely well. Not only do they have a blog (see Broadcast), but actively respond to influential bloggers. As a result, I'm creating content about them right now.
This is one of two strategies I have identified that could be used when approaching social media marketing. The other is Broadcast. Please feel free to offer any thoughts or critique.
Edit: I have since updated this model here.
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Many people have questioned whether or not there is a possible business model in new media. Looking for not only a sustainable one but profitable as well. Doing what I do best, wasting time on Internets, I have discovered and named four highly successful ones.Punchbowl ModelBased on a series of YouTube clips called Trent from Punchy this model involves producing free non commercial content. An extension of the brand is then developed, in this case tees and other merchandise. In just three weeks profits from tees have been reported as $15,000. Considering the low production cost, immensely successful.Ninja ModelPerhaps the most common model, and based on the Ask A Ninja series, free content is produced which is sponsored. This award winning series would be pulling in a substantial amount of profit based on high audience numbers. Note they are also using the Punchbowl Model with DVD and book extensions.Gervais ModelThis model involves production of free content for a limited time. After a certain period, the content is taken down where it must be paid for to access. This highly targets the innovators and early adopters and usually relies on strong word of mouth. The Ricky Gervais Podcast has reportedly made millions by charging just a small amount with many downloads. This technique was used in the recently successful Dr. Horrible series. Note that in case of The Ricky Gervais Podcast they also used the Ninja Model with the original content being sponsored.Radiohead ModelBased on the recent release of Radiohead's album In Rainbows, content is available for free where consumers have the option to pay. Critics have argued that this was only successful because it had never been done before but this model has also been used successfully by the band Nine Inch Nails. The model usually requires a loyal following. Note that In Rainbows is no longer available, also categorising them in the Gervais Model.There are two common themes in these four models. The first is remarkable content. None of these can be successful without content that is both highly entertaining and easily spreadable. The second is the lack of a middleman, no record labels, producers or publishers. Instead, the product goes straight from the producer to the consumer.What models do you think are missing from this list? Do you have any examples that fall into the current four?...

This post stems from an article suggesting The Gruen Transfer had received over 6,100 user generated submissions on their website. As of the end of the season tonight, I've read it's reached 10,000. If this is true, the guys behind it must be ecstatic.
The question I feel most important here; What is the purpose of user generated content? I'm going to go ahead and suggest the answer would be the interaction with the brand. Or at least should be. If you're going in looking for free advertising you're doing it for the wrong reasons.
The user generated content on The Gruen Transfer's website follows a template. This template allows users to easily make an advertisement in five minutes or so. This is great because it allows the low involvement users to get involved and also means 10,000 entries. A similar concept has been used for Design A Coke.
But this limits the user's creativity. As a result you have 10,000 entries that all look the same and because of that most of them are only viewed a couple of times at most. Most importantly the interaction with the brand is limited. Whilst I understand you need different levels of entry for interaction, I'd much prefer a passionate user who spends two hours interacting with my brand than fifty people who spent five minutes.
A passionate user is likely to then upload it to YouTube. Then they're more likely to send it to their friends. Then they're more likely to check back on it regularly. They're also more likely to create something remarkable not restricted to a template.
Essentially, as with most things, it comes back to Seth Godin's idea of "who" instead of "how many"....